In a study of a beer advertisement, two executions were prepared, one in masculine
terms and the other in feminine terms. What kind of people preferred this execution of
the ad: “Brewed with tender care, X Beer is a full-bodied beer that goes down smooth
and gentle.”
a. those whose self-ratings were highly masculine
b. men
c. those whose self-ratings were highly feminine
d. women
Answer:
The winnowing process whereby some products get adopted while others die off is
called:
a. a production system.
b. cultural selection.
c. product selection.
d. market preference.
Answer:
The ability of some people to delay a need gratificationor even increase a driveis
unexplained by drive theory.
a. True
b. False
Answer:
A central goal of many marketing communications is an active attempt to change a
person’s attitude, an action called:
a. persuasion.
b. selling.
c. promotion.
d. conversion.
Answer:
_____________ refers to activities undertaken by marketers to encourage consumers to
spread word of mouth about the brand.
a. Crowd sourcing
b. Stealth marketing
c. Buzz marketing
d. Social marketing
Answer:
Careful consideration of message content, generation of cognitive responses to ad
arguments, and a rational evaluation of an ad’s persuasive element are all typical of
messages processed via the ________ route to persuasion.
a. main avenue
b. direct
c. tertiary
d. central
Answer:
A hotel leaves the message: “JOIN YOUR FELLOW GUESTS IN HELPING TO
SAVE THE ENVIRONMENT” in the bathrooms of their guest rooms. This is an
example of using a(n) __________.
a. consistency motive
b. descriptive norm
c. affiliation goal
d. implicit expectation
Answer:
Re-arranging your grocery store, you decide to shake things up and move the fresh
produce toward the tills area. What impact might this have, if any, on shopping in the
cookie aisle?
Answer:
What is the key distinction between a social risk and a psychological risk?
a. the cost of the product
b. the physical danger that the product may have to the user
c. whether the risk is public or private
d. whether the product is considered to be a high- or a low-involvement purchase
Answer:
A study found that women who engage in extensive information search and comparison
shopping were most likely to select which of the following metaphors to express their
perspective of time?
a. time as a river
b. time as a map
c. time as a feast
d. time as a mirror
Answer:
Craig hired a research firm so that he could better understand his customers. The firm
told Craig that most of his customers see time as a river flowing past them.
Consequently, Craig should provide his customers with more information and more
opportunities for comparison shopping.
a. True
b. False
Answer:
An ardent golfer, Samuel buys the products promoted by a celebrity golfer. He feels the
spirit of the golfer is available through the brand. This is the highest order of animism.
a. True
b. False
Answer:
When Mary is asked to participate in market research surveys, she has a tendency to try
and please the researcher. Mary’s behaviour is a form of response bias.
a. True
b. False
Answer:
Among holidays, Halloween is unusual in that:
a. it lacks rituals altogether.
b. its rituals are somewhat opposite of more traditional holidays, such as Christmas.
c. it is the only holiday that uses costumes.
d. it is the only holiday celebrated at night.
Answer:
The tendency for us to behave in a way that coincides with our perception of what
others expect of us is called self-image congruency.
a. True
b. False
Answer:
An advertiser wants to create positive feelings about a new digital camera. How might
the advertiser accomplish this using classical conditioning? In your answer define and
use terms from classical conditioning theory.
Answer:
The main difference between operant and classical conditioning is:
a. under classical conditioning, people learn deliberately, while under operant
conditioning, people learn involuntarily.
b. under classical conditioning, people learn by watching the actions of others, while
under operant conditioning, people learn involuntarily.
c. under classical conditioning, people learn involuntarily, while under operant
conditioning, people learn by associating behaviours with rewards and punishments.
d. based on the degree to which people are exposed to a stimulus.
Answer:
You see a humorous commercial for Coca-Cola that has been repeated several times
during your favourite TV show. While you are at the grocery store, you see a bottle of
Coca-Cola and smile uncontrollably at the products. What is this an example of?
a. classical conditioning
b. instrumentalconditioning
c. subliminal perception
d. incidental learning
Answer:
Reactance is more related to ________ than to ________.
a. independence; anticonformity
b. anticonformity; independence
c. commitment; deviance
d. anticonformity; commitment
Answer:
When L”Oreal promotes the fact that they offer a high quality product for a lower price,
they are positioning on:
a. price leadership.
b. specific attributes.
c. product class.
d. occasions
Answer:
Jayleen prefers to shop at independent fashion and clothing stores where the products
are original, one-of-a-kind items that are only available for a short time period. She is
likely high in the trait of:
a. need for uniqueness.
b. bargain orientation.
c. ethical consumerism.
d. innovativeness.
Answer:
In terms of SMART goal setting, “M” stands for:
a. Metrics.
b. Monitored.
c. Measurable.
d. Managed.
Answer:
________ involve(s) gathering data from small group sessions with approximately six
to twelve consumer participants.
a. Survey research
b. Focus group research
c. Interviews
d. Observational research
Answer:
Which of the following is not an example of a demographic variable?
a. age
b. geography
c. lifestyle
d. ethnicity
Answer:
New members of a fraternity were required to participate in a series of activities that
some considered dangerous. These activities served the following purpose:
a. to enhance gender-role identification
b. to separate group members from nonmembers
c. to indicate desired social conduct
d. to indicate high status or rank
Answer:
Elaboration is the term used to refer to the level of personal importance or interest the
consumer perceives, evoked by a stimulus within a specific situation.
a. True
b. False
Answer:
If a consumer considers using the simple additive decision rule, a drawback might be
that some of the positive attributes of the chosen brand may not be very important.
a. True
b. False
Answer:
Baby boomers blame baby busters for passing down the serious problems that they are
now confronting: getting good jobs, for example.
a. True
b. False
Answer:
Customers want quality, but quality is hard to determine in many products. Which of
the following cues are customers least likely to use to determine quality?
a. the brand name of the product
b. the brand personality of the product
c. the price of the product
d. the time it takes to purchase the product
Answer:
In the nineteenth century, a psychophysicist named Ernst Weber found that:
a. the amount of change that is necessary for a stimulus to be noticed is systematically
related to the intensity of the original stimulus itself.
b. for each stimulus there is an equal but opposite reaction.
c. the ratio between stimulus and response is a fixed proportion.
d. Solomon’s Law was valid.
Answer:
A descriptive norm:
a. communicates what people commonly do.
b. communicates what is counternormative in society.
c. non-verbally communicates interpersonal feedback.
d. is a norm that communicates what others in society expect of us.
Answer:
What do we mean when we say “a goal has valence”?
Answer:
Ben is a little nervous about how he will be perceived when he arrives for a job
interview. He got his hair cut and wore his most expensive business suit so he would
appear more like the person the firm would hire at an executive level. He knows that he
“cleans up well” and hopes that will compensate for a weak resume. Explain in terms of
symbolic interactionism what Ben is doing.
Answer:
What is meant by the term “affect”? What are three distinct ways marketers can use
affect?
Answer:
Why in Japan is ethnicity almost synonymous with the dominant culture? How is this
different than in Canada?
Answer:
What is the principle of closure?
Answer:
Caitlyn and her husband are deciding if they should renovate their current house (which
would be very disruptive to their lifestyle) or purchase a new one (which would be very
expensive). In effect, they need to choose between two somewhat undesirable courses
of action. Explain which type of motivational conflict this is.
Answer:
What is a timestyle?
Answer:
A large food manufacturer is about to launch a new cereal brand. How could it use the
theory of classical conditioning to help form positive associations with its product?
Answer:
You have been asked to design a scale that measures the impact of nostalgia on
individual consumers. List five items that you would include in the scale.
Answer:
Compare and contrast the uses of emotional appeals, such as sex, humour, and fear, in
advertising. What are the strengths and weaknesses of each?
Answer:
What is observational learning? Provide an example.
Answer:
How does social class relate to consumer behaviour in the Middle East?
Answer:
What is sensation? Give an example.
Answer:
Explain expectancy theory.
Answer:
What is gender-bending and why is it important to marketing?
Answer:
What effect can high-revenue transnational companies have on consumer behaviour,
especially in emerging transitional economies?
Answer:
Margorie takes care of her aging mother and her grown son the lives at home with her.
How would you characterize her?
Answer:
Briefly outline the three types of reference group influence.
Answer:
Discuss the importance of the gay and lesbian market to marketers.
Answer: